Public Relations And Brand Publicity

Outline

 What is public relations, and how

does it relate to IMC?
 What are the strengths and
limitations of brand publicity?
 What are the brand publicity tools?
 Why is corporate communication
important to IMC programs?
Two
Two major
major developments
developments recently:
recently:
1)
1) Public
Public relations
relations has
has forced
forced all
all marketers
marketers to
to value
value
stakeholder
stakeholder relationships
relationships
2)
2) IMC
IMC is
is helping
helping toto bridge
bridge the
the gap
gap between
between Public
Public
Relations
Relations and
and Marketing
Marketing

Marketing
Marketing
IMC Public
Public Relations
Relations
Traditionally
Traditionally Traditionally
Traditionally
separate
separate from
from the
the separate
separate from
from the
the
PR
PR area
area Marketing
Marketing area
area
What is Public Relations?

Public relations (PR):

A communication function used
to promote mutual understanding
between an organization and its
various stakeholder groups
PR Responsibilities

Keep
Keep the
the Public
Public
Serve
Serve AsAs the
the Aware
Aware of of
Official
Official Channel
Channel Organization’s
Organization’s
of
of Information
Information Activities
Activities

Coordinate
Coordinate the
the Coordinate
Coordinate
Programs
Programs With
With Relationships
Relationships
Other
Other MC
MC PR
PR With
With
Functions
Functions Stakeholders
Stakeholders

Plan
Plan and
and Collect
Collect and
and
Administer
Administer Analyze
Analyze
Information
Information Stakeholder
Stakeholder
Programs
Programs Attitudes
Attitudes
PR Activities

Brand
Brand Publicity
Publicity Media
Media Relations
Relations

Crisis
Crisis PR
PR Corporate
Corporate
Management
Management Activities
Activities Communications
Communications

Financial/
Financial/ Employee
Employee
Investor
Investor Relations
Relations
Relations
Relations
What Is Brand Publicity?

Brand publicity:
The use of non paid media
messages to deliver brand
information designed to
positively influence customers
and prospects
Brand Publicity Process

Reviewing
Reviewing the the situation
situation
•• Fits
Fits with
with organization’s
organization’s overall
overall SWOT
SWOT
assessment
assessment

Setting
Setting objectives
objectives
•• Similar
Similar toto advertising,
advertising, but
but can
can also
also
Process
Process include:
include:
•• Creating
Creating word
word of
of mouth
mouth buzz
buzz
(excited
(excited talk
talk about
about aa brand)
brand)

Developing
Developing strategies
strategies andand tactics
tactics
•• Traditional
Traditional media
media
•• Guerilla
Guerilla marketing
marketing techniques
techniques
•• Viral
Viral marketing
marketing (spreading
(spreading word
word ofof
mouth
mouth via
via the
the internet)
internet)
Key Part of Brand Publicity: Media Relations

Key part of brand publicity:

Media relations: Maintaining a positive
professional relationship with the media in
general or with media that specialize in
covering a specific industry
• The challenge: getting past media gatekeepers
• Editors and reporters who select (or reject)
stories for their publications or stations based
on what they think will interest their audiences
Tales From the Real World

In the real world, PR people know that the media

is not always going to cover a story exactly the way
they would wish. So, like a football coach’s reaction
to a referee’s “call,” PR professionals sometimes
challenge the media on their “call.”

The result is often the same as in sports: the current

story will stand, but the media may write something
more favorable next time. Just like a referee refusing
a coach’s plea to reconsider a call, but then calling
the other team for a penalty on the next series.
Strengths And Limitations Of Brand Publicity

Strengths
Strengths Limitations
Limitations

•• Builds
Builds aa climate
climate ofof •• Less
Less control
control over
over
acceptance
acceptance forfor the
the message
message
brand
brand •• Limited
Limited frequency
frequency
•• Makes
Makes brand’s
brand’s claims
claims Vs.
more
more credible
credible
•• Breaks
Breaks through
through clutter
clutter
•• Reaches
Reaches thethe hard-to-
hard-to-
reach
reach
•• Cost
Cost effective
effective
What Are Brand Publicity Tools?

News
News Release
Release
(Press
(Press Release)
Release)

Publicity
Publicity Pitch
Pitch Letter
Letter
Tools
Tools

News
News Kit
Kit (Press
(Press Kit)
Kit)
A New Release Developed By PeopleSoft’s Agency

+
A Pitch Letter From A Clothing Maker

+
A News Story Written About The New Jacket

+
Think About It

• What should be the relationship

between the advertising versus
the editorial departments of a
media outlet?
• Should editors’ story decisions
be influenced by advertisers?
What Is Corporate Communication?

Corporate communication:
High level public relations carried
out by executives who work at a
senior level in a company and advise
top management on how the
organization presents itself
Goal: to manage the image
and reputation of the organization
Johnson & Johnson Enjoys One Of The
Strongest Reputations In The World

+
Two Types of Public Relations Advertising

Corporate
Corporate Public
Public Service
Service
Advertising
Advertising Announcements
Announcements

Ads
Ads designed
designed to to Ads
Ads for
for nonprofit
nonprofit
build
build awareness
awareness of of organizations
organizations that
that
aa company
company andand run
run on
on time
time and
and
explain
explain what
what itit space
space donated
donated byby
does
does or
or believes
believes the
the media
media
Three Corporate Advertising Objectives

Establish
Establish Corporate
Corporate Identity
Identity

Objectives
Objectives Advocacy
Advocacy

Demonstrating
Demonstrating Social
Social
Responsibility
Responsibility
IMC In Action: Campaign For A Cure

+
IMC In Action: Campaign For A Cure

Challenge: Support
Support breast
breast cancer
cancer research
research

A
A cause
cause marketing
marketing program
program featuring:
featuring:
The
The “Campaign
“Campaign for for aa Cure”
Cure” theme
theme with:
with:
•• MC
MC messages
messages delivered
delivered through
by
by sales
salessales
through people
sales
people
and
people
and catalogs
people and
and catalogs
catalogs catalogs
Answer: •• Concerts,
Concerts, special
special events,
events
events and
events, and
andBreast
Breast
BreastCancer
Cancer
Crusade
Cancer
CrusadeCrusade
Cancer pins
pins pins
Crusade pins
•• Creation
Creation of
of the
the Avon
Avon Worldwide
Worldwide Fund Fund forfor
Women’s
Women’s Health
Health
•• Donations
Donations ofof aa percentage
percentage of of all
all “pink
“pink
ribbon”
ribbon” product
product lineline sales
sales

Results: $250
$250 million
million has
has been
been raised
raised since
since 1992
1992
3M’s Annual Report Is An Example
Of Financial Relations

+
Insight: Proactive Crisis Management

Crises are a fact of an organization’s life.

Airline executives, for example, don’t
wonder if one of their planes will have a
problem, but rather, when. Although it
sounds morbid, this proactive approach
can actually help grieving families of
accident victims by giving local airport
employees a game plan to provide families
with privacy from press scrutiny and
immediate access to professional
counseling services.
Final Note:

• An organization’s reputation is critical

to the strength of its relationships with
stakeholders…
• …and Public Relations is one of the
most effective MC functions to build and
maintain it
PR